| 000 -LEADER |
|---|
| fixed length control field |
03355nam a22004695i 4500 |
| 003 - CONTROL NUMBER IDENTIFIER |
|---|
| control field |
OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20140310143356.0 |
| 007 - PHYSICAL DESCRIPTION FIXED FIELD--GENERAL INFORMATION |
|---|
| fixed length control field |
cr nn 008mamaa |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
130512s2013 gw | s |||| 0|eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9783642380648 |
|
978-3-642-38064-8 |
| 082 04 - DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Classification number |
610.28 |
| Edition number |
23 |
| 264 #1 - |
|---|
| -- |
Berlin, Heidelberg : |
| -- |
Springer Berlin Heidelberg : |
| -- |
Imprint: Springer, |
| -- |
2013. |
| 912 ## - |
|---|
| -- |
ZDB-2-ENG |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Vecchiato, Giovanni. |
| Relator term |
author. |
| 245 10 - IMMEDIATE SOURCE OF ACQUISITION NOTE |
|---|
| Title |
Neuroelectrical Brain Imaging Tools for the Study of the Efficacy of TV Advertising Stimuli and their Application to Neuromarketing |
| Medium |
[electronic resource] / |
| Statement of responsibility, etc |
by Giovanni Vecchiato, Patrizia Cherubino, Arianna Trettel, Fabio Babiloni. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
XVIII, 136 p. 55 illus. |
| Other physical details |
online resource. |
| 440 1# - SERIES STATEMENT/ADDED ENTRY--TITLE |
|---|
| Title |
Biosystems & Biorobotics, |
| International Standard Serial Number |
2195-3562 ; |
| Volume number/sequential designation |
3 |
| 505 0# - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
How Marketing meets Neuroscience -- Neuronal responses to TV commercials -- Neuromarketing and society -- Why use neuroelectrical brain imaging for marketing?. |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc |
In this book the authors describe their original research on the potential of both standard and high-resolution electroencephalography (EEG) for analyzing brain activity in response to TV advertising. When engineering techniques, neuroscience concepts and marketing stimuli converge in one research field, known as neuromarketing, various theoretical and practical aspects need to be considered. The book introduces and discusses those aspects in detail, while showing several experiments performed by the authors during their attempts to measure both the cognitive activity and emotional involvement of the test subjects. In these experiments, the authors apply simultaneous EEG, galvanic skin response and heart rate monitoring, and show how significant variations of these variables can be associated with attention to, memorization or enjoyment of the presented stimuli. In particular, this book shows the central role of statistical analysis in recovering significant information on the scalp and cortical areas involved, along with variations of activity in the autonomous nervous system. From an economic and marketing perspective, the aim of this work is to promote a better understanding of how mass consumer advertising of (established) brands affects brain systems. From a neuroscience perspective, the broader goal is to provide a better understanding of both the neural mechanisms underlying the impact of affect and cognition on memory, and the neural correlates of choice and decision-making. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Engineering. |
|
|---|
| Topical term or geographic name as entry element |
Neurosciences. |
|
|---|
| Topical term or geographic name as entry element |
Biomedical engineering. |
|
|---|
| Topical term or geographic name as entry element |
Economics. |
|
|---|
| Topical term or geographic name as entry element |
Engineering. |
|
|---|
| Topical term or geographic name as entry element |
Biomedical Engineering. |
|
|---|
| Topical term or geographic name as entry element |
Neurosciences. |
|
|---|
| Topical term or geographic name as entry element |
Business/Management Science, general. |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Cherubino, Patrizia. |
| Relator term |
author. |
|
|---|
| Personal name |
Trettel, Arianna. |
| Relator term |
author. |
|
|---|
| Personal name |
Babiloni, Fabio. |
| Relator term |
author. |
| 710 2# - ADDED ENTRY--CORPORATE NAME |
|---|
| Corporate name or jurisdiction name as entry element |
SpringerLink (Online service) |
| 773 0# - HOST ITEM ENTRY |
|---|
| Title |
Springer eBooks |
| 776 08 - ADDITIONAL PHYSICAL FORM ENTRY |
|---|
| Display text |
Printed edition: |
| International Standard Book Number |
9783642380631 |
| 856 40 - ELECTRONIC LOCATION AND ACCESS |
|---|
| Uniform Resource Identifier |
http://dx.doi.org/10.1007/978-3-642-38064-8 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
|
| Item type |
E-Book |
